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Published July 9, 2024

WhatsApp Business Analytics: how to check performance

Utilize WhatsApp Business analytics tools for valuable insights, informed decisions, and optimized strategies.

As WhatsApp trends to become a leading messaging platform, the need for effective analytics grows. WhatsApp Business analytics now offers a suite of crucial metrics, empowering businesses to measure and track the performance of their communication.

In this article, we will explore how businesses can utilize these analytics tools to gain valuable insights, make informed decisions, and optimize their WhatsApp business strategies, and customer interactions.

What WhatsApp Business Analytics is

Measuring WhatsApp Business Analytics gives businesses the power to track campaign performance, customer engagement, and sentiment, optimize their marketing efforts, and adjust their customer outreach accordingly.

WhatsApp analytics represent the fusion of the sales and marketing skills you have already employed, coupled with insights into strategic trends and key metrics that demand your attention to facilitate data-driven decisions.

Key metrics in WhatsApp Business

The key metrics listed below will help you understand how your messaging strategy is performing and identify areas for improvement.

Let's take a closer look at each of these metrics and their importance.

Message metrics

The number of messages sent, delivered, read, and received are key performance indicators for marketing strategies. This will give you deeper insights into user-campaign interactions and how engaged active users are with your message content.

Here's how to put it into numbers:

  • Delivery rate

It evaluates the efficiency of campaign deliveries and displays the percentage of user receive incoming messages from your business without hitches. It's crucial to understand if there are any technical issues or barriers preventing message delivery in your marketing campaigns.

Formula: (Number of messages delivered / Total messages sent) x 100%

Benchmark: 90-95%

  • Open rate

It's a reflection of how compelling and relevant your content is to the user base. A high open rate indicates that your message subject or preview is enticing enough for a certain percentage of users to view the full WhatsApp message within your marketing campaign.

Formula: (Number of opens / Total messages delivered) x 100%

Benchmark: 85-95%

  • Click-through rate (CTR)

This is a critical metric that assesses the effectiveness of your call-to-actions (CTAs) within the message. A high CTR (percentage of users) suggests that your CTAs like action buttons or link clicks are compelling and resonate with the potential customers' interests or needs.

Formula: (Number of quick reply clicks or link clicks (user actions) / Total messages delivered) x 100%

Benchmark: 15-20%

Engagement metrics

Response rates and average response time are essential metrics to track. They indicate user engagement — how quickly and effectively you are engaging with your customers. Higher response rates and shorter response times are usually basic metrics of good customer service and a strong connection with your audience.

  • Reply rate

Formula: (Number of responses / Total messages delivered) x 100%

Benchmark: 35-40%

User metrics

Understanding the number of active users, user demographics, and user retention is crucial for targeting your marketing efforts. The detailed metrics of your customer base will help you tailor ongoing conversations, marketing budgets, and marketing campaigns to better meet the needs and preferences of your target audience.

Conversion rate

The conversion rate from your WhatsApp Business statistics delves deeper into the customer journey. Conversion tracking reflects the user behavior and percentage of users who not only engaged with your campaign messages but also took a desired action, such as making a purchase or signing up for your WhatsApp broadcasts.

Formula: (Number of desired actions taken / Total messages delivered) x 100%

Benchmark: 45-60%

Sentiment analysis

Analyzing the sentiment of messages, whether they are positive, negative, or neutral, can provide valuable insights into how your customers perceive your brand. This information will help you improve initial message and promotional campaigns, use personalized messages, and make other adjustments to ensure customer satisfaction.

Best practices for using WhatsApp Business analytics

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Setting clear goals

Before diving into analytics data, define objectives for your WhatsApp communications and marketing campaigns. This helps measure success, adjust the business tool and track progress.

Regular monitoring

By regularly checking key metrics, you can make necessary adjustments to improve your strategies. For instance, monitoring the delivery process, response rates, and average response times indicates how well you engage with your audience and provide good customer service.

Data-driven decision making

Analytics helps to make informed decisions about your messaging activity, communication strategies and future campaigns. Tailor initial messages and future content based on engagement rates to optimize overall marketing messages and improve customer satisfaction.

Continuous improvement is key

Use analytics insights to identify areas for improvement and make necessary adjustments for a successful campaign. Analyzing data helps evolve and meet customer needs saving your marketing team resources, improving business communications, and growing sales revenue.

By following these practices, you can maximize marketing performance and engagement rates. WhatsApp Business analytics provides valuable insights for strong connections with your audience.

Challenges and limitations and how to overcome them

Now, let's talk about the challenges and limitations you may encounter when using WhatsApp Business Analytics. Understanding and addressing these issues can help you make the most out of your data.

  1. Overwhelming amount of data. It's easy to get lost in the numbers and charts that WhatsApp Business Analytics provides, making it difficult to extract meaningful insights. To overcome this, set clear goals and define what you want to achieve from your analytics efforts. This way, you can focus on the key metrics that matter most to your business and avoid getting overwhelmed by unnecessary data.

  2. Lack of real-time analytics. WhatsApp Business Analytics does not provide instant, up-to-the-minute data on your performance. To mitigate this, regularly monitor your crucial metrics and adapt your messaging strategies accordingly. That way, you can make timely adjustments and stay on top of the competitive edge.

  3. Limitations in terms of the depth of data. While WhatsApp Business Analytics offers valuable insights into metrics like message delivery rates and response times, it may not give you a comprehensive understanding of your customer behaviors. To overcome this, consider integrating your analytics data with other tools such as customer relationship management (CRM) systems. This will give you in-depth insights into your WhatsApp opt-ins and allow you to make data-driven decisions.

WhatsApp Business Analytics is a powerful tool, but it has potential bottlenecks. To maximize level of success and improve your business metrics, set clear campaign goals, monitor relevant metrics, and try reliable WhatsApp Business solution providers.

To achieve advanced results, try WhatsApp Business API with Chatfuel, which combines all the functionality of WhatsApp Business with CRM features and complete data tracking.

How to get the maximum out of your WhatsApp Business account

If you're looking to enhance your business metrics via WhatsApp and other messaging platforms — check out Fuely AI. Developed by Chatfuel, it works tirelessly 24/7 on various tasks such as appointment bookings, answering frequently asked questions, lead qualification, and more.

By upgrading your WhatsApp business number with Chatfuel, the official WhatsApp Business API provider, you can get a green badge and unlimited agents using one number, resulting in improved customer service and faster response times.

With Chatfuel, you also gain access to powerful tools for boosting engagement and driving sales, as well as exceptional customer support, GDPR compliance, and reliable service uptime. Don't miss out on the benefits of Fuely AI — get started free today and take your customer engagement to new heights.